Solutions Statistics

A telemarketing firm has studied the effects of two factors on tree response to its television adver

Question: A telemarketing firm has studied the effects of two factors on tree response to its television advertisements. The first factor is the time of day at which the ad is run, while the second is the position of the ad within the hour. The data in the table below, which were obtained using a completely randomized experimental design, give the number of calls placed to an 800 number following a sample broadcast of the advertisement. Use MegaStat to analyze the data.

	Position of Advertisement
Time of Day	On the Hour	On the Half-	Early in the	Late in the
		Hour	Program	Program
10:00 Morning	42	36	62	51
	37	41	68	47
	41	38	64	48
4:00 Afternoon	62	57	69	67
	60	60	70	60
	58	55	72	66
9:00 Evening	100	97	127	105
	96	96	120	101
	103	101	126	107

a) Test for interaction between time-of-day and the position of the advertisement with a =.05 . Justify your answer quantitatively. (10 points)

b) Test the significance of the time-of-day effects with a = .05 . Justify your answer quantitatively. (5 points)

c) Make a pairwise (Tukey 95% simultaneous confidence intervals) comparison of the morning and evening times. Justify your answer quantitatively. (5 Points)

d) Make a pairwise (Tukey 95% simultaneous confidence intervals) comparison of the early and late ad positions. Show the manual calculations, (5 Points)

e) Which time-of-day and advertisement position maximizes the consumer response? Compute a 95% (individual) confidence interval for the mean number of calls placed for this time of day/ad position combination. Show the manual calculations. (10 Points)

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Answer: The solution consists of 4 pages
Deliverables: Word Document